Research On The Optimization Of Performance Appraisal System Of Customer Managers Of Harbin Tobacco Company

With the advent of economic globalization and integration,China’s tobacco industry has been witnessing increasingly fierce competition,which has posed both great opportunities and challenges to the management reform of China’s tobacco commercial enterprises.Creative application of performance management has become the best strategic choice for the country’s tobacco industry when making managerial innovations to meet the performance management requirements.As indicated by the development trend and the overall environment,the tobacco monopoly system is changing and the tobacco industry cannot be protected by it for long.Having developed in a competitive-free environment,the tobacco industry will be rather vulnerable once the country cancels the protective tobacco monopoly system.Currently,the enterprise customer managers of Harbin Tobacco Company have many issues they need to deal with,such as little sense of crisis and responsibility,lack of motivation and enthusiasm,and dependent on the enterprise.These problems exist mainly because there are no effective incentive mechanisms.Hence,a good solution to these problems is to build a sound incentive plan for the company.Taking Harbin Tobacco Company as an example,this paper has investigated how the company currently assesses the performance of its customer managers,and has come to the following finding: There are multiple issues of the existing evaluation system,such as lack of performance management awareness,cognitive bias on performance appraisal,inappropriately designed performance indicators,insufficient knowledge of the supervisors and appraisers,ineffective application of the assessment results,and lack of feedback mechanisms.These problems have seriously discouraged the enthusiasm of the customer managers and affected the management of performance evaluation.After analyzing the company’s performance evaluation system,and taking into account its development strategies,this paper has proposed an improvement plan for the design of the evaluation system,by means of adopting tools like Management By Objectives(MBO)and a 360-degree assessment approach,accompanied with reasonably designed performance indicators and weights.The resulting scheme turns out to be much better than the original one.Safeguard measures have also been designed for the implementation and improvement of the performance evaluation plan for customer managers.The measures can be used to find out problems and application patterns of the performance management regarding tobacco marketing and sales,thus enhancing the customer managers’ professional skills and enthusiasm,creating a positive corporate culture,and helping the company better achieve its strategic goals in sales.